Determining exposure to an outdoor display unit

ABSTRACT

The present disclosure generally relates to determining an estimated number of people at a geographic location who may be exposed to an outdoor display unit, such as mobile display unit, configured to display information in an outdoor environment. The determination may involve identifying, based on obtained data relating to unique mobile device users identified within a predetermined distance of the mobile display unit, a first number of people within the predetermined distance. The method may also involve correlating the first number of people with a previously determined total number of people within the predetermined distance of the mobile display unit at the geographic location and associated with a previously determined number of unique mobile device users within the predetermined distance of the mobile display unit at the geographic location, and determining, based on the correlating, an estimated total number of people within the predetermined distance of the mobile display unit.

FIELD

The present disclosure generally relates to determining exposure to anoutdoor display unit.

BACKGROUND

Unless otherwise indicated herein, the materials described herein arenot prior art to the claims in the present application and are notadmitted to be prior art by inclusion in this section.

Various display units may be used in an outdoor setting to provideinformation to people coming into contact with the display unit. Thedisplay units may be stationary such that information from the displayunits may be provided to people who move into visible range of thedisplay units. The display units may also be mobile such that thedisplay units may be moved to a number of different geographiclocations. For example, a mobile display unit may be mounted to avehicle which may move the mobile display unit to different geographiclocations. In the case of mobile display units, information from thedisplay unit may be provided to people who move into visible range ofthe display unit or it may be provided to people to whom the displayunit is moved into their visible range.

The subject matter claimed herein is not limited to implementations thatsolve any disadvantages or that operate only in environments such asthose described above. Rather, this background is only provided toillustrate one example technology area where some implementationsdescribed herein may be practiced.

SUMMARY

This Summary is provided to introduce a selection of concepts in asimplified form that are further described below in the DetailedDescription. This Summary is not intended to identify key features oressential characteristics of the claimed subject matter, nor is itintended to be used as an aid in determining the scope of the claimedsubject matter.

In one embodiment, a method includes identifying a geographic locationof a mobile display unit configured to display information in an outdoorenvironment; obtaining data relating to unique mobile device usersidentified within a predetermined distance of the mobile display unit atthe geographic location; identifying, based on the obtained data, afirst number of people within the predetermined distance of the mobiledisplay unit at the geographic location; correlating the first number ofpeople with a previously determined total number of people within thepredetermined distance of the mobile display unit at the geographiclocation and associated with a previously determined number of uniquemobile device users within the predetermined distance of the mobiledisplay unit at the geographic location; and determining, based on thecorrelating, an estimated total number of people within thepredetermined distance of the mobile display unit at the geographiclocation.

In another embodiment, a system includes one or more processors and oneor more non-transitory computer-readable media containing instructions.In response to being executed by the one or more processors, theinstructions cause the system to perform operations includingidentifying a geographic location of a mobile display unit structured todisplay information in an outdoor environment; identifying unique mobiledevice users within a predetermined distance of the mobile display unitat the geographic location; identifying a first number of people withinthe predetermined distance of the mobile display unit at the geographiclocation; and correlating the first number of people with a previouslydetermined total number of people within the predetermined distance ofthe mobile display unit at the geographic location and associated with apreviously determined number of unique mobile device users within thepredetermined distance of the mobile display unit at the geographiclocation; and determining, based on the correlating, an estimated totalnumber of people within the predetermined distance of the mobile displayunit at the geographic location.

In still another embodiment, one or more non-transitorycomputer-readable media contain instructions which, in response to beingexecuted by one or more processors, cause a system to perform operationsincluding identifying a geographic location of a mobile display unitstructured to display information in an outdoor environment; identifyinga number of unique mobile device users within a predetermined distanceof the mobile display unit at the geographic location; and determiningan estimated total number of people within the predetermined distance ofthe mobile display unit at the geographic location by comparing thenumber of unique mobile device users identified within the predetermineddistance of the mobile display unit at the geographic location with apreviously determined total number of people within the predetermineddistance of the mobile display unit at the geographic location whichincludes a predetermined number of unique mobile device users within thepredetermined distance of the mobile display unit at the geographiclocation.

Additional features and advantages of the invention will be set forth inthe description which follows, and in part will be obvious from thedescription, or may be learned by the practice of the invention. Thefeatures and advantages of the invention may be realized and obtained bymeans of the instruments and combinations particularly pointed out inthe appended claims. These and other features of the present inventionwill become more fully apparent from the following description andappended claims, or may be learned by the practice of the invention asset forth hereinafter.

BRIEF DESCRIPTION OF THE DRAWINGS

To further clarify the above and other advantages and features of thepresent invention, a more particular description of the invention willbe rendered by reference to specific embodiments thereof which areillustrated in the appended drawings. It is appreciated that thesedrawings depict one non-limiting typical embodiment of the invention andare therefore not to be considered limiting of its scope. The inventionwill be described and explained with additional specificity and detailthrough the use of the accompanying drawings in which:

FIG. 1 is a schematic illustration of an outdoor display unit mounted toa vehicle at a particular geographical location;

FIG. 2 is a schematic illustration of a system for obtaining informationrelating to the outdoor display unit of FIG. 1;

FIG. 3 is a schematic illustration of a system for estimating the numberof people exposed to an outdoor display unit;

FIG. 4 is a flowchart of an example method for estimating the number ofpeople exposed to an outdoor display unit; and

FIG. 5 illustrates an example computing system.

DETAILED DESCRIPTION

The present disclosure generally relates to determining an estimatednumber of people who are, or may be, exposed to an outdoor display unit.More particularly, but not exclusively, the present disclosure relatesto determining an estimated number of people at a geographic locationwithin a predetermined distance of a mobile display unit configured todisplay information in an outdoor environment. Although the embodimentsare described in the context of a mobile display unit, it will beappreciated that embodiments disclosed herein may be employed in otherfields and/or operating environments where the functionality disclosedherein may be useful. Accordingly, the scope of the invention should notbe construed to be limited to the exemplary implementations andoperating environments disclosed herein.

Outdoor display units may provide a variety of information, includingfor example road conditions, weather conditions, emergency alerts, andnotices relating to goods, services, and events, amongst other things.Determining the effectiveness of outdoor display units in providinginformation to people, or even the exposure of outdoor display units topeople, may be challenging. For example, one measure of determiningexposure may rely on a few days of real observations of exposure to theoutdoor display unit to represent an average day of a full year or more.Amongst other things, this approach may lead to an inaccuratedetermination of the people estimated to have been exposed to an outdoordisplay unit on a given day as the data obtained from the few days ofobservation may not be truly representative of actual, average exposure.For example, the exposure on the days of observation could be relativelyhigher or lower compared to normal days. In addition, even if the fewdays of real observations were representative of normal days, thatinformation would not be helpful for determining an estimated number ofpeople exposed to the display unit on a given day or a given time on agiven day when the actual number of people exposed to the display unitis significantly higher of lower than normal.

Similarly, without a robust approach for determining exposure to anoutdoor display unit, it may be challenging to assess the reach and theeffectiveness of the outdoor display unit in providing information tothe public. As a corollary, without such information, it may bedifficult to change aspects of the display unit including its locationand characteristics thereof in order to produce more effective andgreater exposure to the information provided by the display unit,thereby increasing the likelihood that people may not be exposed topotentially important information provided by the display unit.

Reference will now be made to the drawings to describe various aspectsof example embodiments of the invention. It is to be understood that thedrawings are diagrammatic and schematic representations of such exampleembodiments, and are not limiting of the present invention, nor are theynecessarily drawn to scale.

FIG. 1 is a schematic illustration of an outdoor display unit mounted toa vehicle located at a particular location. More particularly, in FIG. 1an outdoor display unit in the form of a mobile display unit 10 ismounted to a vehicle 12. The mobile display unit 10 may include a screenwhich may provide visual information to people who are exposed to themobile display unit 10. In addition, the mobile display unit 10 may alsoinclude an audio source such as one or more speakers from which audibleinformation may be provided to people who are exposed to the mobiledisplay unit 10. The mobile display unit 10 may provide a variety ofinformation, including for example road conditions, weather conditions,emergency alerts, and notices relating to goods, services, and events,amongst other things.

The mobile display unit 10 may provide the same information across anumber of different locations, specific information based on aparticular location, or varying information at one or more locations.For example, when the mobile display unit 10 is at a first givenlocation, the screen thereof may display information which is relevantor tailored to the first given location, and when the mobile displayunit 10 is at second given location, it may display differentinformation which is relevant or tailored to the second given location.In one form, the mobile display unit 10 may be wirelessly connected to aremote server and the content or information provided on the screen ofthe mobile display unit 10 may be remotely updated or changed and/or themanner in which the information is displayed may be changed. Similarly,instances in which there becomes an urgent need for the mobile displayunit 10 to provide information relating to a public service announcementfor example, relevant instructions may be provided to the mobile displayunit 10 that cause a change in the screen of the mobile display unit 10to provide information relating to the public service announcement. Theinformation provided by the mobile display unit 10 may also depend onfactors such as time of day, weather, and status of local or otherevents.

In FIG. 1, the vehicle 12 on which the mobile display unit 10 is mountedis located at geographical location A within a representativegeographical region B. The geographical region B is illustrated in theform of a gridwork which may, for example, be representative ofintersecting streets in a city or town. Similarly, the geographicalregion B may be representative of a city or town, or a portion of a cityor town, although other possibilities are contemplated. The vehicle 12may move the mobile display unit 10 to different geographical locations,including geographical locations A′ and A″ noted in FIG. 1, within thegeographical region B. Forms in which the mobile display unit 10 may bemoved out of the geographical region B by the vehicle 12 are alsopossible.

The mobile display unit 10 may include one or more components configuredto provide information related to the geographical location of themobile display unit 10. For example, the mobile display unit 10 mayinclude one or more global positioning system (GPS) devices that providethe geographical position or location of the mobile display unit 10.Additionally or alternatively, the geographical position or location ofthe mobile display unit 10 may be provided by one or more GPS devicesassociated with the vehicle 12, or the location information may comefrom street level image data which obtained by a camera mounted on themobile display unit 10 and processed to determine the location of thevehicle 12. In one or more embodiments, the geographical position orlocation of the mobile display unit 10 may be provided by informationreceived from an electronic device (e.g., a cellular phone, a tablet, alaptop, a vehicular computing system, etc.) of an operator of thevehicle 12.

In FIG. 1, there are a number of individuals or people positioned withina predefined or predetermined distance of the mobile display unit 10.More specifically, the predetermined distance is defined by a circle 14surrounding the vehicle 12. Variations in the shape and size of thepredetermined distance are possible. In one non-limiting form, the sizeor length of the predetermined distance may correspond to a maximumdistance and angle at which a person could view and/or read theinformation provided on the screen of the mobile display unit 10. Theindividuals designated with reference numeral 16 may include (e.g., arein possession of and/or using) portable electronic devices whichfacilitate unique identification of their location and proximity to themobile display unit 10 within the circle 14. Similarly, based on thisinformation, it is possible to quantitatively determine the number ofthe individuals 16 who are within the predetermined distance of themobile display unit 10 at a given location and who have associatedportable electronic devices that allow identification of theirrespective locations. In FIG. 1, the individuals 16 within the circle 14are at location A in the geographical region B. However, it should beappreciated that individuals including portable electronic devices mayalso be present at locations A′ and A″ in the geographical region B, andthese portable electronic devices may facilitate the identification oftheir location and proximity to the mobile display unit 10 within thecircle 14 at the locations A′ and A″. Similarly, it is possible toquantitatively determine the number of individuals corresponding to theindividuals 16 who are within the predetermined distance of the mobiledisplay unit 10 at locations A′ and A″, amongst others, and include aportable electronic device that provides information facilitating theidentification of their location.

In one form, the individuals 16 who include a portable electronic devicethat provides information facilitating the identification of theirlocation within the predetermined distance of the mobile display unit 10may be identified through a unique mobile advertising ID (MAID) such asan IDentifier for Advertisers (IDFA) or an AAID (Google/AndroidAdvertising ID). The information facilitating identification of locationmay come from sources other than MAIDs as well. For example, it may comefrom any type of device identifier that is tied to the location of theportable electronic device. Regardless of their form, the deviceidentifier may originate from a software developer kit (SDK) appintegration or from a restful API, amongst other possibilities. Whilenot previously discussed, it should be appreciated that the individuals18 within the circle 14 either do not include portable electronicdevices that provide information facilitating the identification oftheir location within the predetermined distance of the mobile displayunit 10, or their portable electronic devices may not be providing thisparticular information at that certain point in time when they arewithin the predetermined distance of the mobile display unit 10.Reference to identification of an individual in the present disclosuremay thus include identification of their mobile device.

In FIG. 1, there is a total of twenty individuals, with six individuals16 having their location within the predetermined distance of the mobiledisplay unit 10 identified and fourteen individuals 18 not having theirlocation within the predetermined distance of the mobile display unit 10identified. Similarly, in this scenario, it can be seen that thelocation of thirty percent of the individuals within the predetermineddistance of the mobile display unit 10 may be identified as such byvirtue of identification of relevant unique device identificationinformation. Moreover, the information identifying the geographiclocation of the mobile display unit 10 and/or the locations of theportable electronic devices of the individuals 16 may identify the dayand time at which the individuals are located within the predetermineddistance of the mobile display unit 10. Collection of data of thisnature, optionally in combination with other relevant data, mayfacilitate the later determination of an estimated total number ofindividuals within the predetermined distance of the mobile display unit10 at a particular geographic location (or within some range thereof)based on the individuals 16 whose location within the predetermineddistance of the mobile display unit 10 is identified at the later pointin time.

With reference now to FIG. 2, there is provided a schematic illustrationof a system 100 for obtaining various information relating to thelocation A and exposure of the mobile display unit 10 in the settingillustrated in FIG. 1. It should be understood that the followingdescription may also be relevant to obtaining information relating tothe mobile display unit 10 at other locations and different exposurelevels, and that this other information may facilitate laterdetermination of an estimated total number of individuals within thepredetermined distance of the mobile display unit 10 at the same orother geographic location(s) (or within some range thereof) based on theindividuals 16 whose location within the predetermined distance of themobile display unit 10 is identified at the later point in time at thesame or other geographic location(s).

While not specifically identified, the system 100 may include a networkwhich may be configured to communicatively couple components and devicesinternal and external to the system 100. As such, in some embodiments,components and devices of the system 100 may interact with each otherand other devices and components via the network.

In some embodiments, the network may include a short-range wirelessnetwork, such as a wireless local area network (WLAN), a personal areanetwork (PAN), or a wireless mesh network (WMN). For example, thenetwork may include networks that use Bluetooth® Class 2 and Class 3communications with protocols that are managed by the Bluetooth® SpecialInterest Group (SIG). Other examples of wireless networks may includethe IEEE 802.11 networks (commonly referred to as WiFi®), Zigbeenetworks, among other types of LANS, PANS, and WMNS. In these or otherembodiments, the network may include a wide area network (WAN) that mayextend over a relatively large geographical area as compared to thegeographical area that may be covered by a short-range wireless network.In some embodiments, the network may have numerous differentconfigurations. In some embodiments, the network may include apeer-to-peer network.

Additionally or alternatively, the network may also be coupled to or mayinclude portions of a telecommunications network for sending data in avariety of different communication protocols. In some embodiments, thenetwork may include an Internet Protocol (IP) based network such as theInternet. In some embodiments, the network may include cellularcommunication networks for sending and receiving communications and/ordata including via hypertext transfer protocol (HTTP), direct dataconnection, wireless application protocol (WAP), etc. The network mayalso include a mobile data network that may include third-generation(3G), fourth-generation (4G), long-term evolution (LTE), long-termevolution advanced (LTE-A), Voice-over-LTE, Voice-over-IP, or any othermobile data network or combination of mobile data networks.

In the system 100, a computing system 102 may receive informationrelating to the geographic location A and/or the mobile display unit 10at a given day and time from a variety of different sources 104 a-104 d.The computing system 102 may process the information for storage in adatabase 106 which may be hosted on a remote server 108 with thecomputing system 102.

A first source 104 a may provide visual information relating to thegeographic location A at which the mobile display unit 10 is positioned.For example, in one form the first source 104 a may be representative ofa camera which is included with the mobile display unit 10 and may besuitable for obtaining and transmitting photos or videos of thegeographic location A surrounding the mobile display unit 10, along withthe time and day the photos and/or videos were obtained. In one form forexample, the photos and/or videos may be illustrative of the portion ofthe geographic location A which is positioned within the circle 14;i.e., a portion that is within the predetermined distance of the mobiledisplay unit 10. The computing system 102 may be configured to analyzethe photos and/or videos to determine various aspects of the geographiclocation A, including for example the total number of individuals 16 andindividuals 18 present within the circle 14 or the predetermineddistance of the mobile display unit 10. The computing system 102 mayexecute software configured to determine the total number of individuals16 and individuals 18 present within the circle 14, or a person mayanalyze the photos and/or videos to determine the total number ofindividuals 16 and individuals 18 present within the circle 14 and thenprovide that information to the computing system 102 through a suitableinput device (not shown) such as a keyboard or mouse. In either case,the resulting information may be organized and stored in the database106.

The computing system 102 may be configured to assess and determineinformation relating to the individuals 16 and 18 other than the totalnumber represented thereby. For example, in one or more embodiments, thecomputing system 102 may execute facial recognition software to identifya number of the individuals 16 and 18 that, in addition to beinglocation within the circle 14, specifically look at the mobile displayunit 10 for a predetermined period of time. This information may, forexample, be considered representative of the number of individualswithin the predetermined distance of the mobile display unit 10 whoactually look at the information provided thereby. The facialrecognition software, either alone or in combination with softwareconfigured to recognize body language, may also identify emotions ofthose who look at the mobile display unit 10 based on different facialexpressions and/or body language. For example, the facial recognitionsoftware may determine the number of individuals who look at the mobiledisplay unit 10 and smile, the number of individuals who look at themobile display unit 10 and frown or scowl, and or the number ofindividuals who look at the mobile display unit 10 and point, shrug, orwave. In addition, analysis of the photos and/or videos by the computingsystem 102 may also identify various demographic details of theindividuals 16 and 18 including for example gender and estimated age.After relevant analysis, the data obtained from the first source 104 amay be stored in the database 106.

Additionally or alternatively, the first source 104 a may obtain andprovide information from third party sources which may be used toprovide a total number of individuals 16 within the circle 14 or thepredetermined distance of the mobile display unit 10. By way of example,the third party sources may include movie theatres, auditoriums, concertvenues, or sports stadiums, just to provide a few examples, that provideinformation relating to the total number of people attending an event atthe respective location at a particular time. With this information,assumptions may be made relating to the total number of people outsideof and/or around the respective location at various times including awindow of times before the beginning of the event and a window of timeat the end of the event. Similarly, the total number of people outsidethe respective location at a given time may be considered to correspondto the total number of individuals 16 and individuals 18 present withinthe circle 14 when the mobile display unit 10 is at the respectivelocation.

A second source 104 b may provide information to the computing system102 identifying the geographic location of the mobile display unit 10 atthe time (or within some range thereof) the information from the firstsource 104 a is obtained. For example, when the mobile display unit 10includes a GPS device, the GPS device may identify and provide thegeographic location of the mobile display unit 10 to the computingsystem 102. The GPS device may also provide the time and day the mobiledisplay unit 10 is at a particular geographic location. The computingsystem 102 may analyze the information provided by the second source 104b and store it in the database 106 in association with the informationstored in the database 106 that is obtained from the first source 104 a.

A third source 104 c may provide information relating to the uniquedevice identifiers associated with the individuals 16 which are withinthe predetermined distance of the mobile display unit 10 at the time (orwithin some range thereof) the information from the first source 104 aand the second source 104 b is obtained. In one form for example, thethird source 104 c may be representative of a location-based marketinganalytics provider, although other variations are possible. Thecomputing system 102 may analyze the information provided by the thirdsource 104 c and store it in the database 106 in association with theinformation stored in the database 106 that is obtained from the firstsource 104 a and the second source 104 b.

The system 100 also includes a fourth source 104 d which may provideinformation relating to the weather at the geographic location A at thetime (or within some range thereof) when the information from the firstsource 104 a, second source 104 b and third source 104 c is obtained.The fourth source 104 d may be one or more sensors provided with themobile display unit 10, or it may be a third-party providing weatherrelated information. However, other variables are possible. Thecomputing system 102 may analyze the information provided by the fourthsource 104 d and store it in the database 106 in association with theinformation stored in the database 106 that is obtained from the firstsource 104 a, second source 104 b, and third source 104 c.

The data information collection described in connection with the system100 may be repeated a number of times for a given geographic locationsuch as location A or a number of other geographic locations withinclose proximity to or closely associated therewith. As additional datais collected, a more accurate representation of the typical total numberof individuals 16 and 18, and the typical total number of individuals16, within the predetermined distance of the mobile display unit 10 at agiven location, on a specific day, at a particular time, and/or duringparticular weather may be provided. This representation may besubsequently used for determining an estimated total number ofindividuals within the predetermined distance of the mobile display unit10 at the given location, on a specific day, at a particular time,and/or during particular weather based on the number of individuals 16which are determined to be within the predetermined distance of themobile display unit 10 at a later time and on the same day (or within arange thereof), the same time (or within a range thereof) and/or thesame or similar weather. In addition, when collected and stored in thedatabase 106, information relating to the number of individuals who lookdirectly at the screen of the mobile display unit 10 for a predeterminedperiod of time, optionally along with information relating to theiremotions based on facial expression or body language recognition, anddemographic information relating to the total number of individualswithin the predetermined distance of the mobile display unit 10 may beused to estimate related information in connection with the totalestimated number of individuals within the predetermined distance of themobile display unit 10 at the later time.

FIG. 3 is a schematic illustration of a system 200, where like numeralsrefer to like features previously described, for determining anestimated number of individuals exposed to or located within thepredetermined distance of the mobile display unit 10. In thisillustrative example, the determination of the total estimated number ofindividuals exposed to or located within the predetermined distance ofthe mobile display unit 10 is described in connection with geographiclocation A. However, this description is also relevant to theapplication of these principles for determining a total estimated numberof individuals exposed to or located within the predetermined distanceof the mobile display unit 10 at different geographic locations.

In the system 200, the second source 104 b may provide information aboutthe current geographic location of the mobile display unit 10. Thisinformation may also include information relating to the current timeand day at which the mobile display unit 10 is present at the geographiclocation, which for illustrative purposes, is the geographic location A.The fourth source 104 d may provide information relating to the currentweather at the geographic location A. The computing system 102 mayanalyze the information provided by the second source 104 b and thefourth source 104 d and, after identifying that the mobile display unit10 is located at the geographic location A, further identify relevantinformation for the geographic location A in the database 106 which hasbeen established as a result of the collection of a number of data setsfor the geographic location A as discussed above.

The relevant information in the database 106 may have the same orsimilar day/time and weather profiles as those provided by the secondsource 104 b and the fourth source 104 d, and may also include knownvalues for the total number of individuals within the predetermineddistance of the mobile display unit 10 and the number of individualshaving unique electronic device identification information within thepredetermined distance of the mobile display unit 10 associated withthose or similar day/time and weather profiles. The third source 104 cmay provide to the computing system 102 the number of individuals havingunique electronic device identification information within thepredetermined distance of the mobile display unit 10. The computingsystem 102 may analyze this information, correlate it with the relevantinformation previously identified in the database 106, and from thatdetermine the estimated total number of individuals within thepredetermined distance of the mobile display unit 10 and provide it asan output 202. The estimated total number of individuals within thepredetermined distance of the mobile display unit 10 may be consideredto correspond to the number of individuals who had the opportunity toview the mobile display unit 10 at a given location on a given day andtime.

To provide further clarity, and with reference to the exampleillustrated in FIG. 1, the data sets collected and stored in thedatabase 106 may establish that on a typical weekday afternoon withclear weather, the total number of individuals 16 within thepredetermined distance of the mobile display unit 10 having uniqueelectronic identification information may comprise twenty five percentof the total individuals within the predetermined distance of the mobiledisplay unit 10. Similarly, for a weekday afternoon with clear weatherconditions at the location A when the third source 104 c indicates thereare ten individuals with unique electronic device identificationinformation within the predetermined distance of the mobile display unit10, the computing system 102 may determine that the total estimatednumber of people within the predetermined distance of the mobile displayunit 10 is forty.

As another example relating to the geographical location A, the datasets collected and stored in the database 106 may establish that on atypical Tuesday morning between 7:30 and 9:30 A.M. with rainy weather,the total number of individuals 16 within the predetermined distance ofthe mobile display unit 10 having unique electronic identificationinformation may comprise ten percent of the total individuals within thepredetermined distance of the mobile display unit 10. Similarly, for aTuesday morning between 7:30 and 9:30 A.M. with rainy weather at thelocation A when the third source 104 c indicates there are fiveindividuals with unique electronic device identification informationwithin the predetermined distance of the mobile display unit 10, thecomputing system 102 may determine that the total estimated number ofpeople within the predetermined distance of the mobile display unit 10is fifty.

As yet another example relating to the geographical location A, the datasets collected and stored in the database 106 may establish that on atypical Saturday evening between 5:30 and 8:30 P.M. with clear weather,the total number of individuals 16 within the predetermined distance ofthe mobile display unit 10 having unique electronic identificationinformation may comprise fifty percent of the total individuals withinthe predetermined distance of the mobile display unit 10. Similarly, fora Saturday evening between 5:30 and 8:30 P.M. with clear weather at thelocation A when the third source 104 c indicates there are fortyindividuals with unique electronic device identification informationwithin the predetermined distance of the mobile display unit 10, thecomputing system 102 may determine that the total estimated number ofpeople within the predetermined distance of the mobile display unit 10is eighty.

In addition to the output 202, the system 200 may also provide output204 and output 206, although instances in which the system 200 onlyprovides the output 202 are possible. In some embodiments, the output204, where relevant information has been obtained and stored in thedatabase 106, may be representative of an estimated number ofindividuals within the predetermined distance of the mobile display unit10 who have looked directly at the screen of the mobile display unit fora predetermined period of time. Similarly, this information may beviewed as representative of the individuals who actually view theinformation provided by the mobile display unit 10 rather than those whoare merely exposed to it within a distance from which it could beviewed. For example, the output 204 may be representative of anestimated number of individuals within the predetermined distance of themobile display unit 10 who stared at the screen of the mobile displayunit 10. By way of example, the data sets collected and stored in thedatabase 106 may establish and identify, for a particular geographicallocation (which may also be associated with a particular time, day,and/or weather conditions, or range of values for any of the foregoing),a certain percentage of the total number of individuals within thepredetermined distance of the mobile display unit 10 who look directlyat the screen of the mobile display unit 10 for a predetermined periodof time.

Based on this information, after determining the estimated total numberof individuals within the predetermined distance of the mobile displayunit 10 as discussed above, the computing system 102 may furtherdetermine the estimated number of individuals within the predetermineddistance of the mobile display unit 10 who have looked directly at thescreen of the mobile display unit 10 for the predetermined period oftime. For example, in instances in which the information in the database106 establishes that twenty percent of the total number of individualswithin the predetermined distance of the mobile display unit 10typically look directly at the screen of the mobile display unit 10 forthe predetermined period of time, then the computing system 102 maycorrelate the determined, estimated number of total individuals withinthe predetermined distance of the mobile display unit 10 provided as theoutput 202 with this information to determine and provide as the output204 an estimated number of individuals within the predetermined distanceof the mobile display unit 10 who look directly at the screen of themobile display unit 10 for the predetermined period of time.

Under this example, in response to the determined estimated total numberof individuals within the predetermined distance of the mobile displayunit 10 provided at the output 202 being twenty, the computing system102 may determine that the estimated number of individuals within thepredetermined distance of the mobile display unit 10 who look directlyat the screen of the mobile display unit 10 for the predetermined periodof time is four (i.e., twenty percent of twenty). It should beunderstood that the foregoing provides one approach for providing anestimated number of individuals within the predetermined distance of themobile display unit 10 who look directly at it for the predeterminedperiod of time. However, it is envisioned that other approaches may beused to determine and provide this information.

The output 206, where relevant information has been obtained and storedin the database 106, may be representative of estimated demographicdetails of individuals within the predetermined distance of the mobiledisplay unit 10. By way of example, the data sets collected and storedin the database 106 may establish and identify, for a particulargeographical location (which may also be associated with a particulartime, day, and/or weather conditions, or range values for any of theforegoing), typical demographic details of individuals within thepredetermined distance of the mobile display unit 10.

Based on this information, after determining the estimated total numberof individuals within the predetermined distance of the mobile displayunit 10 as discussed above, the computing system 102 may furtherdetermine the estimated demographic details of individuals within thepredetermined distance of the mobile display unit 10. For example, inresponse to the information in the database 106 establishing that sixtypercent of the total number of individuals within the predetermineddistance of the mobile display unit 10 are typically females, then thecomputing system 102 may correlate the determined, estimated number oftotal individuals within the predetermined distance of the mobiledisplay unit 10 provided as the output 202 with this information todetermine and provide as the output 206 an estimated number ofindividuals within the predetermined distance of the mobile display unit10 who are females.

Under this example, in response to the determined estimated total numberof individuals within the predetermined distance of the mobile displayunit 10 provided at the output 202 being fifty, then the computingsystem 102 may determine that the estimated number of individuals withinthe predetermined distance of the mobile display unit 10 who are femalesis thirty (i.e., sixty percent of fifty). With this information, thecomputing system 102 may also determine that twenty individuals withinthe predetermined distance of the mobile display unit 10 are males.While the foregoing approach has been described in connection withestimating gender of the individuals within the predetermined distanceof the mobile display unit 10, it should be appreciated that the same orsimilar approach could be implemented for providing other estimateddemographic details of the individuals within the predetermined distanceof the mobile display unit 10. Moreover, while the foregoing providesone approach for providing estimated demographic details associated withthe determined, estimated number of individuals within the predetermineddistance of the mobile display unit 10, it is envisioned that otherapproaches may be used to determine and provide this information.

While the database 106 in the described examples may include informationrelating to the time/day and weather at a particular geographiclocation, it should be appreciated that forms in which this informationis not included for a particular geographic location are also possible.For example, the information in the database 106 may be representativeof and identify the total number of individuals typically within thepredetermined distance of the mobile display unit 10 at a particulargeographic location regardless of the time/day and/or weather. In theseinstances, the estimated total number of individuals within thepredetermined distance of the mobile display unit 10 may be determinedby the computing system 102 without accounting for these some or all ofthese characteristics of the geographic location.

Moreover, while the description of the system 200 indicates that thecomputing system 102 receives information relating to the time/dayand/or weather information at the particular location, it should beappreciated that forms are possible where additional characteristics ofthe geographic location are provided and accounted for in determiningthe estimated total number of individuals within the predetermineddistance of the mobile display unit 10 at the geographic location. Inaddition, forms are also possible in which information relating to thetime/day, weather and/or other characteristics of the geographiclocation are not provided to the computing system 102 and the estimatedtotal number of individuals within the predetermined distance of themobile display unit 10 at the geographic location is determined withoutaccounting for this information. For example, for instances where theseadditional characteristics of the geographic location are not providedto the computing system 102, information in the database 106 independentof these characteristics may be identified in order to identify thetotal number of individuals typically within the predetermined distanceof the mobile display unit 10 at a particular geographic locationwithout accounting for other characteristics of the geographic locationeven if they are included in the database 106.

In these instances, the estimated total number of individuals within thepredetermined distance of the mobile display unit 10 may be determinedby the computing system 102 without accounting for some or all of thesecharacteristics of the geographic location. For example, the onlycurrent information obtained from the geographic location that may beused in determining the estimated total number of individuals within thepredetermined distance of the mobile display unit 10 may berepresentative of the number of individuals having unique electronicdevice identification information within the predetermined distance ofthe mobile display unit 10.

In one or more forms, in response to the determined estimated totalnumber of individuals and/or characteristics of the same within thepredetermined distance of the mobile display unit 10, the computingsystem 102 may also provide instructions to the mobile display unit 10to change the information provided by the mobile display unit 10 or themanner in which it is displayed. For example, in response to it beingdetermined that the estimated total number of individuals within thepredetermined distance of the mobile display unit is relatively high,and that a relatively high percentage of these individuals are males,then the computing system 102 may provide instructions resulting in themobile display unit 10 providing information which may be tailored tomales rather than females. As another example, in response to it beingdetermined that the estimated number of individuals within thepredetermined distance of the mobile display unit 10 who actually lookat the mobile display unit 10 is relatively low, then the computingsystem 102 may provide instructions which changes the way the mobiledisplay unit 10 provides the information with the intention ofincreasing attention thereto and the number of individuals who look atthe mobile display unit 10. From the foregoing, it should be appreciatedthat a number of different actions may be taken in response to theestimates determined by the computing system 102.

Modifications, additions, or omissions may be made to the systems 100and 200 without departing from the scope of the present disclosure. Forexample, the systems 100 and 200 may include more or fewer elements thanthose illustrated and described in the present disclosure. For example,one or both of the systems 100 and 200 may include any number ofthird-party devices associated with any number of entities.

FIG. 4 is a flowchart of an example method 300 for estimating the numberof people exposed to or located within a predetermined distance of themobile display unit 10. The method 300 may be arranged in accordancewith at least one embodiment described in the present disclosure. One ormore of the operations of the method 300 may be performed, in someembodiments, by a device or system, such as one or more elements of thesystem 100 of FIG. 2 or of the system 200 of FIG. 3. In these and otherembodiments, the method 300 may be performed based on the execution ofinstructions stored on one or more non-transitory computer-readablemedia. Although illustrated as discrete blocks, various blocks may bedivided into additional blocks, combined into fewer blocks, oreliminated, depending on the desired implementation.

The method 300 may include block 302 at which the geographic location ofthe mobile display unit 10 may be identified. For example, as indicatedabove, relevant information from a GPS device may be provided todetermine or identify the location of the mobile display unit 10.Similarly, at block 302 identifying the geographic location of themobile display unit 10 may include obtaining GPS data of the mobiledisplay unit 10 corresponding to the geographic location. The GPS datamay correspond to a number of different geographic locations of themobile display unit 10 recorded over a period of time. In one form, thegeographic location of the mobile display unit 10 may be identified whenthe mobile display unit 10 is mounted to a vehicle.

At block 304, data relating to unique mobile device users identifiedwithin a predetermined distance of the mobile display unit 10 at thegeographic location may be obtained. In one aspect, this data may beobtained from unique electronic device identification information suchas a MAID, although other variations are possible. The predetermineddistance may, for example, correspond to a maximum distance from whichcontent provided on a screen of the mobile display unit 10 may beviewed. At the block 304, the method 300 may also include determiningone or more of time of day, weekday, and weather at the geographiclocation when the data relating to unique mobile device users within thepredetermined distance of the mobile display unit 10 is identified.

At block 306, a number of people within the predetermined distance ofthe mobile display unit 10 at the geographic location may be identifiedbased on the data obtained at the block 304. In one form, the identifiednumber of people corresponds to the individuals within the predetermineddistance of the mobile display unit 10 who have been identified ashaving unique electronic device identification information. At block308, the number of people within the predetermined distance of themobile display unit 10 identified at the block 306 may be correlatedwith a previously determined total number of people within thepredetermined distance of the mobile display unit 10 at the geographiclocation and associated with a previously determined number of uniquemobile device users within the predetermined distance of the mobiledisplay unit 10 at the geographic location. The previously determinednumber of unique mobile device users within the predetermined distanceof the mobile display unit 10 may correspond to unique mobile deviceusers identified within the predetermined distance of the mobile displayunit 10 at each of a number of different geographic locations.

At block 310 of the method 300, based on the correlating performed atthe block 308, an estimated total number of people within thepredetermined distance of the mobile display unit 10 at the geographiclocation may be determined. At block 310, the determination of theestimated total number of people within the predetermined distance ofthe mobile display unit 10 at the geographic location may be also bebased on at least one of a time of day the mobile display unit 10 is atthe geographic location, a day of the week the mobile display unit 10 isat the geographic location, and weather when the mobile display unit 10is at the geographic location. For example, at block 310 the method 300may also include comparing one or more of a determined time of day,weekday, and weather at the geographic location when the unique mobiledevice users within the predetermined distance of the mobile displayunit 10 are identified with at least one of a previously determined timeof day, weekday, and weather at the geographic location corresponding toa previously determined total number of people, and accounting for thecomparison between the determined time of day, weekday, and weather atthe geographic location when the unique mobile device users within thepredetermined distance of the mobile display unit 10 are identified withat least one of the previously determined time of day, weekday, andweather at the geographic location corresponding to the previouslydetermined total number of people in the estimated total number ofpeople.

At block 310, estimated demographic details of the estimated totalnumber of people may also be determined. For example, block 310 mayinvolve determining the estimated demographic details by correlating theestimated total number of people with previously determined demographicdetails of the previously determined total number of people.

Modifications, additions, or omissions may be made to the method 300without departing from the scope of the present disclosure. For example,some of the operations of method 300 may be implemented in differingorder. Additionally or alternatively, two or more operations may beperformed at the same time. Furthermore, the outlined operations andactions are only provided as examples, and some of the operations andactions may be optional, combined into fewer operations and actions, orexpanded into additional operations and actions without detracting fromthe essence of the disclosed embodiments. For example, in someembodiments, the method 300 may include one or more of the operationsdescribed above with respect to FIGS. 2 and 3.

FIG. 5 illustrates a block diagram of an example computing system 400.The computing system 400 may be configured according to at least oneembodiment of the present disclosure and may be an example of computingsystems that may include or be part of one or more elements of thesystem 100 of FIG. 2 and/or the system 200 of FIG. 3. For example,system 100 or the system 200 may include one or more computing systems400. For instance, the computing system 400 may be an example of thecomputing system 102 of FIGS. 2 and 3. The computing system 400 mayinclude a processor 402, a memory 404, and a data storage 406. Theprocessor 402, the memory 404, and the data storage 406 may becommunicatively coupled. The processor 402 may correspond to thecomputing system 102 described herein, and the data storage 406 maycorrespond to the database 106 described herein.

In general, the processor 402 may include any suitable special-purposeor general-purpose computer, computing entity, or processing deviceincluding various computer hardware or software modules and may beconfigured to execute instructions stored on any applicablecomputer-readable storage media. For example, the processor 402 mayinclude a microprocessor, a microcontroller, a digital signal processor(DSP), an application-specific integrated circuit (ASIC), aField-Programmable Gate Array (FPGA), or any other digital or analogcircuitry configured to interpret and/or to execute program instructionsand/or to process data. Although illustrated as a single processor inFIG. 5, the processor 402 may include any number of processorsconfigured to, individually or collectively, perform or directperformance of any number of operations described in the presentdisclosure. Additionally, one or more of the processors may be presenton one or more different electronic devices, such as different servers.

In some embodiments, the processor 402 may be configured to interpretand/or execute program instructions and/or process data stored in thememory 404, the data storage 406, or the memory 404 and the data storage406. In some embodiments, the processor 402 may fetch programinstructions from the data storage 406 and load the program instructionsin the memory 404. After the program instructions are loaded into memory404, the processor 402 may execute the program instructions.

The memory 404 and the data storage 406 may include computer-readablestorage media for carrying or having computer-executable instructions ordata structures stored thereon. Such computer-readable storage media mayinclude any available media that may be accessed by a general-purpose orspecial-purpose computer, such as the processor 402. By way of example,and not limitation, such computer-readable storage media may includetangible or non-transitory computer-readable storage media includingRandom Access Memory (RAM), Read-Only Memory (ROM), ElectricallyErasable Programmable Read-Only Memory (EEPROM), Compact Disc Read-OnlyMemory (CD-ROM) or other optical disk storage, magnetic disk storage orother magnetic storage devices, flash memory devices (e.g., solid statememory devices), or any other storage medium which may be used to storeprogram code in the form of computer-executable instructions or datastructures and which may be accessed by a general-purpose orspecial-purpose computer. In these and other embodiments, the term“non-transitory” as explained herein should be construed to exclude onlythose types of transitory media that were found to fall outside thescope of patentable subject matter in the Federal Circuit decision of Inre Nuuten, 500 F.3d 1346 (Fed. Cir. 2007). Combinations of the above mayalso be included within the scope of computer-readable media.

Modifications, additions, or omissions may be made to the computingsystem 400 without departing from the scope of the present disclosure.For example, in some embodiments, the computing system 400 may includeany number of other components that may not be explicitly illustrated ordescribed.

For instance, in some embodiments, the computing system 400 may includea communication unit that includes any component, device, system, orcombination thereof that is configured to transmit or receiveinformation over a network. In some embodiments, the communication unitmay communicate with other devices at other locations, the samelocation, or even other components within the same system. For example,the communication unit may include a modem, a network card (wireless orwired), an optical communication device, an infrared communicationdevice, a wireless communication device (such as an antenna), and/orchipset (such as a Bluetooth device, an 802.6 device (e.g., MetropolitanArea Network (MAN)), a WiFi device, a WiMax device, cellularcommunication facilities, or others), and/or the like. The communicationunit may permit data to be exchanged with a network and/or any otherdevices or systems described in the present disclosure. For example, thecommunication unit may allow the system 400 to communicate with othersystems, such as computing devices and/or other networks.

Additionally or alternatively, the computing system 400 may include oneor more user interfaces in some embodiments. The user interfaces mayinclude any system or device to allow a user to interface with thesystem 400. For example, the interfaces may include a mouse, a trackpad, a keyboard, and/or a touchscreen, among other devices or systems.The interfaces may also include a graphical user interface that may bepresented on a display that may be included with the computing system400. The display may be configured as one or more displays, like an LCD,LED, or other type of display. The display may be configured to presentcontent such as video, text, user interfaces, and other data as directedby the processor.

As indicated above, the embodiments described in the present disclosuremay include the use of a special purpose or general purpose computer(e.g., the processor 402 of FIG. 5) including various computer hardwareor software modules, as discussed in greater detail below. Further, asindicated above, embodiments described in the present disclosure may beimplemented using computer-readable media (e.g., the memory 404 or datastorage 406 of FIG. 5) for carrying or having computer-executableinstructions or data structures stored thereon.

In some embodiments, the different components, modules, engines, andservices described herein may be implemented as objects or processesthat execute on a computing system (e.g., as separate threads). Whilesome of the systems and methods described in the present disclosure aregenerally described as being implemented in software (stored on and/orexecuted by general purpose hardware), specific hardware implementationsor a combination of software and specific hardware implementations arealso possible and contemplated.

In accordance with common practice, the various features illustrated inthe drawings may not be drawn to scale. The illustrations presented inthe present disclosure are not meant to be actual views of anyparticular apparatus (e.g., device, system, etc.) or method, but aremerely idealized representations that are employed to describe variousembodiments of the disclosure. Accordingly, the dimensions of thevarious features may be arbitrarily expanded or reduced for clarity. Inaddition, some of the drawings may be simplified for clarity. Thus, thedrawings may not depict all of the components of a given apparatus(e.g., device) or all operations of a particular method.

Terms used in the present disclosure and especially in the appendedclaims (e.g., bodies of the appended claims) are generally intended as“open” terms (e.g., the term “including” should be interpreted as“including, but not limited to,” the term “having” should be interpretedas “having at least,” the term “includes” should be interpreted as“includes, but is not limited to,” etc.).

Additionally, if a specific number of an introduced claim recitation isintended, such an intent will be explicitly recited in the claim, and inthe absence of such recitation no such intent is present. For example,as an aid to understanding, the following appended claims may containusage of the introductory phrases “at least one” and “one or more” tointroduce claim recitations. However, the use of such phrases should notbe construed to imply that the introduction of a claim recitation by theindefinite articles “a” or “an” limits any particular claim containingsuch introduced claim recitation to embodiments containing only one suchrecitation, even when the same claim includes the introductory phrases“one or more” or “at least one” and indefinite articles such as “a” or“an” (e.g., “a” and/or “an” should be interpreted to mean “at least one”or “one or more”); the same holds true for the use of definite articlesused to introduce claim recitations.

In addition, even if a specific number of an introduced claim recitationis explicitly recited, such recitation should be interpreted to mean atleast the recited number (e.g., the bare recitation of “tworecitations,” without other modifiers, means at least two recitations,or two or more recitations). Furthermore, in those instances where aconvention analogous to “at least one of A, B, and C, etc.” or “one ormore of A, B, and C, etc.” is used, in general such a construction isintended to include A alone, B alone, C alone, A and B together, A and Ctogether, B and C together, or A, B, and C together, etc. For example,the use of the term “and/or” is intended to be construed in this manner.

Further, any disjunctive word or phrase presenting two or morealternative terms, whether in the description, claims, or drawings,should be understood to contemplate the possibilities of including oneof the terms, either of the terms, or both terms. For example, thephrase “A or B” should be understood to include the possibilities of “A”or “B” or “A and B.”

Additionally, the use of the terms “first,” “second,” “third,” etc., arenot necessarily used in the present disclosure to connote a specificorder or number of elements. Generally, the terms “first,” “second,”“third,” etc., are used to distinguish between different elements asgeneric identifiers. Absence a showing that the terms “first,” “second,”“third,” etc., connote a specific order, these terms should not beunderstood to connote a specific order. Furthermore, absence a showingthat the terms first,” “second,” “third,” etc., connote a specificnumber of elements, these terms should not be understood to connote aspecific number of elements. For example, a first widget may bedescribed as having a first side and a second widget may be described ashaving a second side. The use of the term “second side” with respect tothe second widget may be to distinguish such side of the second widgetfrom the “first side” of the first widget and not to connote that thesecond widget has two sides.

All examples and conditional language recited in the present disclosureare intended for pedagogical objects to aid the reader in understandingthe invention and the concepts contributed by the inventor to furtheringthe art, and are to be construed as being without limitation to suchspecifically recited examples and conditions. Although embodiments ofthe present disclosure have been described in detail, it should beunderstood that the various changes, substitutions, and alterationscould be made hereto without departing from the spirit and scope of thepresent disclosure.

What is claimed is:
 1. A method, comprising: identifying a geographiclocation of a mobile display unit configured to display information inan outdoor environment; obtaining data relating to a number of uniquemobile device users identified within a predetermined distance of themobile display unit at the geographic location; identifying, based onthe obtained data, a first number of people within the predetermineddistance of the mobile display unit at the geographic location;correlating the first number of people with a previously determinedtotal number of people within the predetermined distance of the mobiledisplay unit at the geographic location and associated with a previouslydetermined number of unique mobile device users within the predetermineddistance of the mobile display unit at the geographic location; anddetermining, based on the correlating, an estimated total number ofpeople within the predetermined distance of the mobile display unit atthe geographic location.
 2. The method of claim 1, wherein determiningthe estimated total number of people within the predetermined distanceof the mobile display unit at the geographic location is further basedon at least one of a time of day the mobile display unit is at thegeographic location, a day of the week the mobile display unit is at thegeographic location, and weather when the mobile display unit is at thegeographic location.
 3. The method of claim 1, wherein the mobiledisplay unit is mounted to a vehicle.
 4. The method of claim 1, whereinidentifying the geographic location of the mobile display unit includesobtaining GPS data of the mobile display unit corresponding to thegeographic location.
 5. The method of claim 4, wherein the GPS datacorresponds to a number of different geographic locations of the mobiledisplay unit recorded over a period of time.
 6. The method of claim 5,wherein the previously determined number of unique mobile device userscorresponds to the unique mobile device users identified within thepredetermined distance at each of the geographic locations.
 7. Themethod of claim 1, further comprising determining estimated demographicdetails of the estimated total number of people.
 8. The method of claim7, wherein determining the estimated demographic details includescorrelating the estimated total number of people with previouslydetermined demographic details of the previously determined total numberof people.
 9. A system comprising: one or more processors; and one ormore non-transitory computer-readable media containing instructionswhich, in response to being executed by the one or more processors,cause the system to perform operations comprising: identifying ageographic location of a mobile display unit structured to displayinformation in an outdoor environment; identifying unique mobile deviceusers within a predetermined distance of the mobile display unit at thegeographic location; identifying a first number of people within thepredetermined distance of the mobile display unit at the geographiclocation; correlating the first number of people with a previouslydetermined total number of people within the predetermined distance ofthe mobile display unit at the geographic location and associated with apreviously determined number of unique mobile device users within thepredetermined distance of the mobile display unit at the geographiclocation; and determining, based on the correlating, an estimated totalnumber of people within the predetermined distance of the mobile displayunit at the geographic location.
 10. The system of claim 9, wherein theoperations further comprise obtaining GPS data of the mobile displayunit corresponding to the geographic location.
 11. The system of claim9, wherein the operations further comprise determining estimateddemographic details of the estimated total number of people.
 12. Thesystem of claim 9, wherein the predetermined distance corresponds to amaximum distance from which content provided on a screen of the mobiledisplay unit may be viewed.
 13. The system of claim 9, wherein themobile display unit is mounted to a vehicle.
 14. One or morenon-transitory computer-readable media containing instructions which, inresponse to being executed by one or more processors, cause a system toperform operations comprising: identifying a geographic location of amobile display unit structured to display information in an outdoorenvironment; identifying a number of unique mobile device users within apredetermined distance of the mobile display unit at the geographiclocation; and determining an estimated total number of people within thepredetermined distance of the mobile display unit at the geographiclocation by comparing the number of unique mobile device usersidentified within the predetermined distance of the mobile display unitat the geographic location with a previously determined total number ofpeople within the predetermined distance of the mobile display unit atthe geographic location which includes a predetermined number of uniquemobile device users within the predetermined distance of the mobiledisplay unit at the geographic location.
 15. The computer-readable mediaof claim 14, wherein the operations further comprise obtaining GPS datacorresponding to the geographic location.
 16. The computer-readablemedia of claim 14, wherein the operations further comprise determiningestimated demographic details of the estimated total number of people.17. The computer-readable media of claim 14, wherein the operationsfurther comprise: determining one or more of time of day, weekday, andweather at the geographic location when the unique mobile device userswithin the predetermined distance of the mobile display unit areidentified; comparing one or more of the determined time of day,weekday, and weather at the geographic location when the unique mobiledevice users within the predetermined distance of the mobile displayunit are identified with at least one of a previously determined time ofday, weekday, and weather at the geographic location corresponding tothe previously determined total number of people; and accounting for thecomparison between the determined time of day, weekday, and weather atthe geographic location when the unique mobile device users within thepredetermined distance of the mobile display unit are identified with atleast one of the previously determined time of day, weekday, and weatherat the geographic location corresponding to the previously determinedtotal number of people in the estimated total number of people.